Business of Play: Airport lounges balance access and exclusivity
Business of Play: Airport lounges balance access and exclusivity
Passengers flock to lounges for peace and space, only to see stricter limits on getting in the door
Business of Play: Airport lounges balance access and exclusivity
Passengers flock to lounges for peace and space, only to see stricter limits on getting in the door
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·Key takeaways
Airport lounges offer free food and room to recharge.
Credit card companies and airlines reward customers with lounge access.
5 U.S. airports rank among the busiest airports in the world.
As travelers see the benefits of airport lounges, companies are opening more and holding on tight to upgraded experiences.
Travel took flight in Americans’ budgets during 2024: It accounted for the largest share of their total credit card spending (14.5%). In 2025, travelers may get more than they bargained for, with airline fares down 3.5% year over year, according to Consumer Price Index data.1
Despite over a quarter of Americans (27%) saying they won't travel by plane this year, the majority of people may still face airport lines.
Airport lounges await those seeking comfort and upgraded experiences.
What are the benefits of airport lounges?
In a 2024 study, 60% of North American airport passengers said they enjoyed spending time in their airport, though severe crowding still hurt their overall satisfaction.2
American airports make up a third of the top 15 busiest airports in the world (based on total passenger volume in 2024):3
Hartsfield–Jackson Atlanta International Airport (ATL) took the crown overall, with 108.1 million passengers.
Dallas Fort Worth International Airport (DFW) came in third, with 87.8 million passengers.
Denver International Airport (DEN) placed sixth, with 82.4 million passengers.
Chicago's O'Hare International Airport (ORD) took the No. 8 spot, with 80 million passengers.
Los Angeles International Airport (LAX) came in at 11th, with 76.6 million passengers.
Every minute can matter to travelers at the airport. Americans value an hour of their time at $240 (with Millennials upping the amount to $328.84). So it’s no surprise that companies seeking to uplevel the airport experience are standing out from the crowd.
Airport lounges are access-controlled spaces separate from the typical terminal food offerings and seating areas. Behind closed doors, they act as an escape, often offering spacious seating, wellness options, and complimentary food and beverages.
Lounges within airports can come in different types, including those run by individual airlines and credit card issuers. Being part of a network that connects thousands of existing lounges (via a credit card or direct paid membership) — such as PriorityPass — can expand access as well.4
Read more: Money meets lifestyle: Consumers spend $2.1 trillion on experiences
Lounge access as a credit card perk
Around 40% of lounge visits are driven by co-branded credit cards, such as those offered by the airlines in partnership with credit card issuers.5
With its recent $35 billion acquisition of Discover, Capital One has taken hold as the largest U.S. credit card issuer by loan volume, with $1.2 billion in added annual revenue that may be reinvested into travel, entertainment, and experience perks like airport lounges.6,7
This summer, the company opened its largest lounge yet: The new space in New York’s John F. Kennedy International Airport is open 24/7 and covers 13,500 square feet. Its menu features local food brands — plus an in-house cheesemonger that offers wine pairings.8
Unlocking these offerings can be complex. Capital One’s lounges are only open to their customers with specific credit cards that carry an annual fee. Companion travelers can also face hurdles: Starting Feb. 1, 2026, guests will only get in for free if the cardholder spends $75,000 annually; otherwise guests must pay out of pocket at differing rates. Another restriction will require authorized users to pay $125 each to keep their lounge access.9
More than a decade ago, American Express became the first credit-card company to open an airport lounge.10 The company allows access to a variety of lounge spaces worldwide, though its 29 Centurion lounges are geared toward customers of its premium cards — which can have annual fees in the range of hundreds to thousands of dollars — and can require minimum annual spend on the card.11,12
Maximizing high credit card spending by getting into airport lounges can be another way to upgrade a vacation: About half of Americans (44%) say the memories they make when vacationing are priceless, according to Empower research.
Airlines add to luxury lounges
Airlines also play in the airport lounge game, often operating different tiers of spaces that vary in their offerings — from a one-up on terminal food to truly upscale experiences. For passengers seeking top-line lounges, it can come down to getting a proverbial golden ticket.
Read more: The changing landscape of travel rewards
Flyers with a Delta One business class ticket or the equivalent on a qualifying partner airline can access a growing line of luxury lounges.13 Delta One lounges debuted in three U.S. airports in 2024:
In addition to gourmet food, a new lounge at JFK airport in New York that opened in June 2024 offers complimentary massages.14
A year-round sushi bar is exclusive to the lounge at LAX, which opened in October 2024.15
Since opening in December 2024, its lounge in Boston Logan International Airport is focused on fine dining, serving a three-course meal within an hour (including a cup of traditional or non-seafood chowder).16
In early 2025, United Airlines raised costs for its annual airport lounge membership and introduced a two-tier system. Adjustments were also made for holders of its co-branded credit cards.17
Lounges are taking off
As luxury offerings see more investment at airports, supply and demand comes into play. Observed through social media posts and customer feedback, the popularity of airport lounges has had companies revisit access.
While some may be raising the bar to cut down on crowds, others like Southwest Airlines see lounges as a way to both retain customers and bring in new business. In June, Southwest’s CEO said the airline is considering airport lounges to supply more premium experiences as the company undergoes a shift in service offerings.18
A quarter of people (24%) choose to see travel as an investment in themselves rather than focusing on the costs, according to Empower research. As lounge access evolves, travelers can consider the time, money, and comfort tradeoffs when it comes to getting into one of these airport oases.
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1 U.S. Bureau of Labor Statistics, “Table 2. Consumer Price Index for All Urban Consumers (CPI-U): U. S. city average, by detailed expenditure category,” accessed July 2025.
2 J.D. Power, “Overcrowded and Overpriced Yet Enjoyable: North American Airports Defy Conventional Logic To Keep Travelers Coming Back for More, J.D. Power Finds,” September 2024.
3 CNBC, “Here are the 15 busiest airports in the world,” July 2025.
4 Bloomberg, “Priority Pass to Offer More Sleep Pods and Spas as Airport Lounges Get Overcrowded,” April 2025.
5 The New York Times, “The New Lounge Play: Charge More, Offer Less,” March 2025.
6 Bloomberg, “What to Know About Capital One’s $35 Billion Takeover of Discover Financial,” May 2025.
7 Bloomberg, “Capital One Wants to Woo the Rich Without Being Snobby About It,” October 2024.
8 CNN Underscored, “We got a peek at Capital One’s latest airport lounge in New York. Here’s what to expect,” June 2025.
9 CNN Underscored, “We got a peek at Capital One’s latest airport lounge in New York. Here’s what to expect,” June 2025.
10 The Wall Street Journal, “The Hottest Club in Town Is… Run by Your Credit-Card Company?” August 2024.
11 American Express, “American Express Announces Plans for New Centurion® Lounge at Amsterdam Airport Schiphol,” July 2025.
12 The Wall Street Journal, “The Hottest Club in Town Is… Run by Your Credit-Card Company?” August 2024.
13 The Wall Street Journal, “A Day Inside Delta’s New Ultra-Exclusive Lounge,” September 2024.
14 The Wall Street Journal, “A Day Inside Delta’s New Ultra-Exclusive Lounge,” September 2024.
15 Delta, “Red carpet ready: Luxe new Delta One Lounge rounds out premium ground experience at LAX,” October 2024.
16 Delta, “All aboard: Delta One Lounge at Boston Logan International offers fine dining with a seafaring flair,” December 2024.
17 The New York Times, “The New Lounge Play: Charge More, Offer Less,” March 2025.
18 CNBC, “Airport lounges, Europe and premium class are on the table, Southwest CEO says,” June 2025.
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